作　　者： ;

机构地区： 江西财经大学体育学院

出　　处： 《武汉体育学院学报》 2010年第1期41-45,50,共6页

摘　　要： 以中国企业赞助奥运为研究样本,采用结构方程模型和层次回归分析等研究方法,就消费者感知的企业赞助动机与品牌忠诚的关系进行实证分析。研究结果表明,赞助利他动机对消费者态度具有显著正向影响,对品牌忠诚没有直接的影响作用;赞助利己动机对消费者态度不具有显著的负向影响,对品牌忠诚具有显著的负向影响;消费者对赞助品牌所持有的总体态度越好,对赞助品牌的忠诚度就越高;消费者态度在赞助动机影响赞助品牌忠诚的过程中起着部分中介作用。赞助企业只有深入了解和掌握赞助营销中的这些特征与规律,才能更好地利用赞助营销进行品牌忠诚建设。 Taking the Chinese company＇s sports sponsorship activities as the study samples, this paper conducted an experimental analysis of the impact of sponsorship motivation on brand loyalty of the sponsorship enterprises with the application of structural equation model, correlative analysis and so on. The research findings showed that there existed significant positive correlation between sponsor- ship altruism motivation and consumer attitude, no correlation between sponsorship altruism motiva- tion and brand loyalty. There existed no significant negative correlation between sponsorship egocen- tric motivation and consumer＇s attitude, then there existed significant negative correlation between sponsorship egocentric motivation and brand loyalty. The better that consumer attitude was, the higher consumer＇s brand loyalty was, consumer＇s attitude played the intermediary role in the process that the consumer＇s attitude effect on brand loyalty. Sponsor company might know well and master all the laws of sponsorship in order to construct brand loyalty better.

关 键 词： 体育产业 体育赞助 赞助利他动机 赞助利己动机 品牌忠诚

领　　域： [文化科学] [文化科学]